Alliance Data in new multi-agreement with Canada’s Toys"R"Us

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DALLAS — Alliance Data Systems Corp. announced that its Canadian coalition loyalty business has signed a new multi-year agreement with Toys“R”Us, Canada to issue air miles reward miles in its 73 stores across Canada effective March 23.

The Air Miles Reward Program is Canada’s premier coalition loyalty program, with approximately two-thirds of Canadian households actively collecting reward miles.

“This partnership further strengthens our presence and impact in the important specialty retail sector,” said Bryan Pearson, president of LoyaltyOne. “Coupled with a number of Air Miles specialty retail partnerships announced in 2011, we continue to pursue growth in this category given its positive issuance potential and broad consumer appeal within Canada.”

Following a 2011 pilot in which select Toys“R”Us and Babies“R”Us stores issued Air Miles reward miles, this new agreement provides for reward miles issuance in all Toys“R”Us and Babies“R”Us locations across Canada.